Lip balm used to be synonymous with Chapstick and those traditional cylindrical tubes. Seven years ago, EOS came on the scene with pastel colored orbs with unique flavors like honeydew and watermelon. These new lip balms were a far cry from the original or wild cherry flavor available to chapstick fans. These orbs took over the drug store shelves, online stores of eBay and Amazon, and they were spotted in the hands of fashionable celebs like Miley Cyrus and Kim Kardashian.
The Evolution of Smooth, EOS lip balm line quickly became a 250 million dollar company and the second best selling lip balm in the country. The company sells in excess of 1 million units a week, and the demand for natural and organic products is increasing, which is EOS specialty. Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky, co-founders of EOS, came together to decide how they could reshape the beauty aisle. Lip balms were a category that had the most potential for growth.
They had to figure out the quickest way to produce their product (https://skincare-au.com/collections/eos) and gain their market. Mehra and Teller started out to go to the trade shows for engineers, then they decided to make the machinery themselves. Their market, millenials, wanted a consumer conscious product.